Main menu


The business of influence: why ageism and burnout are so rampant

featured image

this story is part influential businessis a new series depicting the evolution of fashion’s creator economy, showing where to make money and where the industry is headed next. Read part 1 here.

What are the career prospects for influencers? And in his fast-paced Gen Z world fueled by new social media trends and the rise of his TikTok, will it be tough for a 40+ creator to survive?

Some of fashion’s most prominent influencers have been creating content for over a decade.As trendy business As reported in the first part of this series, many have seen their blogs go from a part-time passion project to a full-time job, becoming the forefront and center of brand marketing efforts. I came. Now they manage a delicate seesaw of personal priorities while working jobs with no paid time off, maternity leave, or other workplace benefits, sometimes leading to burnout. We have to keep up with the digitally savvy younger generation who are mastering the platform, TikTok, and boasting more impressive reach and engagement.

Experts say it’s worth it for brands to work with more mature, long-term creators who have more experience and the trust of their followers. But data shows that despite the industry’s commitment to inclusion, older influencers don’t have the same impact as younger or newer influencers. With notable exceptions, fashion content on social media remains youth-oriented, with many industry influencers wanting to be labeled as senior influencers when their only common denominator is age. First, we express concern about age discrimination. Another woman, in her late 30s, refused to disclose her age so as not to lose her contract with a more youth-oriented brand.

According to social data analytics provider Launchmetrics, millennials, now 26-41 years old, will deliver the most value to brands in the luxury fashion sector in the first half of 2022, at 50% compared to 18% for Gen Z. was. Launchmetrics Chief Marketing Officer Alison Bringé said: “In China, for example, many luxury brands are working with millennials and Gen Z rather than baby boomers and ‘grandfluencers’ because the average Chinese consumer buys luxury at a young age. increase. as their companion. ”

However, staying up-to-date is not easy and relevance can change rapidly. Founded in 2016, TikTok has over 1 billion monthly active users, with Gen Z making up 60% of his users. Its high engagement rates have proven highly attractive to advertisers, prompting fashion companies from Selfridges to Hugo Boss to invest in the app’s bespoke content and campaigns. For older influencers, “I think it’s a little bit harder to get involved,” says Thomas Repelski, who is co-founder and CEO of influencer analytics firm Lefty. Some influencers who started in the mid-2000s haven’t joined newer platforms like TikTok. And influencers who manage to move some of their audiences from Instagram to TikTok, he argues, aren’t always evolving in how they post. Rather than making videos for entertainment, some people are using social media as a blog to document their lives.

Navigate Algorithms and Burnout

Navaz Batliwalla started blogging anonymously as Disney Roller Girl in 2007 while still a fashion magazine editor. She revealed her identity three years after she started blogging, but she was able to keep a low profile because many of her media platforms had not yet launched. She said, “It wasn’t all about publishing pictures of yourself. You didn’t know someone’s age, so there was no prejudice.” That all changed when Instagram and TikTok came along.